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The Marketing Group changes its name to RYVL in global rebrand

Two years after its controversial formation, The Marketing Group has made another effort to exorcise the demons from its past by overhauling its brand identity.

The company, which was originally founded in Singapore as a holding company alternative to WPP, has changed its name to RYVL.

All of the network’s 15 agencies have now been rebranded to include RYVL alongside their respective names.

The rebrand comes six moths after TMG acrimoniously parted ways with its most colourful founding member, Chris Reed, the CEO of Singapore-based agency Black Marketing. 

Reed’s company was one of four originally bought by TMG’s founders Jeremy Harbour and Callum Laing in what was originally an “agglomeration business model”. TMG went on to then acquire a further 13 companies in the next nine months, although two, including Black Marketing, have been since discarded.

The company was listed on the First North Stock Exchange in Sweden in June 2016, with its share price soaring from an opening price of €1 to a remarkable €9 on August 1.

Since the start of 2017, TMG has embarked on a series of efforts to re-establish its credibility following the share price fall.

It brought on board a new CEO, London-based Adam Graham, fired the original board and attempted to reposition itself as an “agile, technology-centric”  disruptor to ad networks.

Graham said: “Clients are looking for a unified experience and we’re breaking down all the silos and creating a new group model without the fiefdoms, politics and layers of suffocating bureaucracy that have caused the well-documented problems of today’s big ad networks.

“We believe our agile, lean, technology-centric approach will deliver exactly what clients are crying out for.”

According to Graham RYVL will next embark on an “aggressive acquisition strategy” focusing on technology companies.

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